OBJECTIVES OF THE STUDY:
1. To find out the customer satisfaction of the car segments in Hyderabad market. 2. To know about the features of major participants of car industry. 3. To analyze the consumers attitude towards Hyundai Cars. 4. To elicit the influencing factors which the people consider when they are planning to buy a car. 5. To study the consumers attitude and customer satisfaction with respect to Hyundai. 6. To know the customer attitude towards after sales service. 7. To verify the personal factors which influence a customer in buying a car.
NEED FOR THE STUDY
Now-a-days customers are aware of what they get for the value paid. And they are wasting no time to get it. Gone are the days when one has to book the cars to arrive. Now it is the jet set age with people stopping at one of the showroom and finalizing the deal, model and the make before walking quietly away. Customers are looking for personalized services. It is not what showroom looks that make importance it is how many moments of truth can it provide to customers. These moments indicate the time each customer can get at every showroom which provide information facts and support while making this decision, it is just a relationship feel. Today customers not only chooses the best product for his requirement but also demands value for his money. The car showrooms also have undergone changes. They have become single point of contact for the customer before and after purchase of the car. The entry of MNC's is definitely a big boon to a passenger car market with high customer expectations. This is turn has forced all the car manufacturers to look at away and means of adding value to their products and services. The feature looks bright for the Indian car buyers as well as the manufacturers who are willing to go that extra mile to satisfy the customers. So, it is
essential that management analyze the organizations market opportunity to find the markets hitherto untapped which is base for its existence.
SCOPE OF THE STUDY
Customer satisfaction, a business term, is a measure of how products and services supplied by a company meet or surpass customer expectation. It is seen as a key performance indicator within business and is part of the four perspectives of a Balanced Scorecard. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. There is a substantial body of empirical literature that establishes the benefits of customer satisfaction for firms.
Measuring customer satisfaction
Organizations are increasingly interested in retaining existing customers while targeting non-customers; measuring customer satisfaction provides an indication of how successful the organization is at providing products and/or services to the marketplace. Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of the state of satisfaction will vary from person to person and product/service to product/service. The state of satisfaction depends on a number of both psychological and physical variables which correlate with satisfaction behaviors such as return and recommend rate. The level of satisfaction can also vary depending on other options the customer may have and other products against which the customer can compare the organization's products. Because satisfaction is basically a psychological state, care should be taken in the effort of quantitative measurement, although a large quantity of research in this area has recently been developed. Work done by Berry, Brodeur between 1990 and 1998 defined ten 'Quality Values' which influence satisfaction behavior, further expanded by Berry in 2002 and known as the ten domains of satisfaction. These ten domains of satisfaction include: Quality, Value, Timeliness,
Efficiency, Ease of Access, Environment, Inter-departmental Teamwork, Front line Service...
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